:)

1. Bright Lights
Pitch

2. Target Audience
My target audience for this project is people between
the ages of sixteen and twenty-five however from the
survey I can see the majority of my audience are
between the ages of sixteen and eighteen.
I will not keep gender in mind when creating a product
as I know from the survey I did that there are pretty
much an equal number of men and women in the
class.
There is absolutely no preferences when it comes to
religion, economic background etc, as the products I
will make are based around a cities culture, I don’t see
how someone's ethnicity or self-identity would need to
be considered.

3. Why is print a good idea for this project?
Not only is print a good idea for this project as it
gives me the opportunity to visually represent my
ideas for this project through an almost degree show
style project, but it also works as the brief, we were
given stated that this was one of the options for us to
create.

4. Why is a documentary a good idea for
this project?
The brief we were given stated that one of the options we had for
this project was to create a documentary for Sunderland Culture so I
figured that because I wanted to make something on the history of
Sunderland, a documentary would be the most suitable format for
this idea. This is because this piece of work is intended to be
created based on facts and pieces of information meaning a short
fictional film would not work and as well as this, print wouldn’t work
for this idea because its not a clear enough way of getting my point
across to the viewer about how important the cities history is.

5. What have you learned from researching
and analysing existing products?
From looking at existing products (both existing print pieces and
existing documentaries) I have learned the general codes and
conventions that other creators have followed and challenged in
their work however looking at existing products also helped me fine
tune my ideas as it helped me realise what I liked and did not when
it came to different ways of framing scenes and pieces, editing
techniques, codes and conventions I feel I would like to follow, etc.

6. What codes and conventions are you going to
follow or challenge for this campaign and why?
For the documentary, the codes and conventions I will follow fall under three different categories:
Symbolic codes: Mise en scene to ensure the backgrounds in my shots are suitable, (potentially including appropriate
props where possible.) setting will also be important for the shots and the interviews as the interviews will need to be
shot somewhere where there is nothing all that distracting in the background to take attention away from the main
subject. (So, there will most likely be a somewhat dark, monochromatic background.) As well as this I will attempt to
keep a colour scheme going throughout my documentary as this gives the documentary some visual consistency.
Written Codes: For written codes I will follow this would just be the choices I make when it comes fonts for the titles and
subtitles, the language style I will use, and which would appeal to my audience the best as well as if I want to include an
abundance of text at all.
Technical Codes: For these, this refers to the camera techniques I plan on using as well as different camera angles I will
use in my documentaries. As well as this , this refers to the depth of field I will use as well as lighting, sound, editing,
framing and exposure, etc. I will also need to think about if I want to include any visual coding, real footage (mine or
historical footage) or voiceovers.

7. What codes and conventions are you going to
follow or challenge for this campaign and why?
Seeing as the print side of my work would technically be print advertising for the client, the
codes and conventions I will follow for this would be the following:
-I will include a logo to clearly show who the print piece is advertising for.
-In print advertising there is usually a main focal point that would have been chosen to appeal to
a certain audience so mine would have to appeal to young adults.
-When it comes to choosing what to include on my print pieces it would have to be something
noticeable and attention grabbing to appeal to my audiences and make sure they remember my
pieces.
-Seeing as this is print there shouldn’t be large pieces of text on my pieces however I will have
to put some thought into what font to use as well as what size each piece of text will be. These
need to be though about as it all depends on what appeals to the audience. The text must be
bold. I will also most likely use a slogan or tagline, possibly the organizations slogan if they have
one.

8. What are your ideas for your
documentary?
My ideas for the documentary are that I am going to make an
educational documentary based on the history of the city of
Sunderland. This is because the documentary is supposed to based
on the culture of the north east, and I figured that the history was
more than fitting for this. The documentary would be around ten
minutes long including interviews, a voiceover as well as stills and
videos that would be fitting to what I was talking about in the
moment.

9. What are your ideas for your print
advert?
For the print part of my project I planned on basing this around the
idea of "The hidden beauty of Sunderland" In which I will take
photos around eight different locations around Sunderland and I will
take a series of images so that I have many options for which image
I will use in my final project. I will edit more than one photo from
each place that I choose to go to so that I have options and as well
as this it will mean that I will have different images to use in my
experimentation process.

10. Ideas on locations for the projects:
For both projects I will be creating the main location that I will be using is the city of Sunderland
and conveniently the locations that I plan on filming/taking photographs at overlap.
The said locations that I plan on using are the following:
-Penshaw Monument
-The Winter Gardens and Museum.
-The Sunderland Theatre
-Hylton Castle
-Tunstall Hill (For stills of the city and photographs)
-St Peters Church
-The Bridges of Sunderland
-Mowbray Park/Barnes Park

11. What is your USP for your documentary?
I would say that the unique selling point for my documentary would
be that I am basing my documentary on the history of the city
instead of something more modern as I feel like not only would this
be an idea which has a lot of content behind it which means my
documentary will be to a high standard like I want it to be, however it
is also an idea that I know I would really enjoy creating as it is a
subject, I am passionate about.

12. What is your USP for the print
advert?
I feel like the print side of my project is unique as I have decided
that I would not be using the print pieces as promotional pieces for
the documentary and instead they are going to be pieces of them
all. They would be eight different images in a degree style show that
are going to be used to promote the beauty of Sunderland itself.
Sunderland itself does not have the best reputation and my
intention for this project is to attempt to improve the reputation of
the city itself.

13. Ideas on font, and colour scheme for my
print project?
I did some research into which font was the most
popular in general as well as which font is the
most used by teenagers. From this I found out
Ariel and Helvetica are the most popular so I will
use one or both of these fonts for my print work.
As well as this I decided on a colour scheme of
blue, green and gray seeing as my work will be
photos of different places around the city (most of
them being natural places or monuments) I
figured this would be the most accurate colour
scheme. I feel that if I use a colour scheme
throughout my work it will make the print pieces
look continues and more pleasing to the eye.

14. Ideas on shots, framing and focus for my
documentary.
Seeing as the shots I will be taking will all mostly be pan shots of
different monuments and landscapes, I imagine that most of the
shots that I will be including would be considered establishing
shots/wide shots. They will vary between high angles of the
landscapes as well as low angles if I wish to look up to a monument.
All the shots will be in deep focus so that the landscape can clearly
be seen. The gear I will use to achieve these will be listed below.

15. Equipment needed for the project
For Documentary:
- A Camera and spare battery
(Borrowed from College)
-An SD Card (Owned)
-A Tripod (Borrowed from College)
-A Camera Mic (Borrowed from
college)
-DSLR Light (Borrowed from
College)
For Print:
-A Camera and spare
battery (Borrowed from College)
-An SD Card (Owned)
- A Tripod (Borrowed from
College)

16. Why are your products right for the
client?
I would say that my products are right for the client as they
requested for us a creator to create a product that not only
promotes talent of the young people of the north east but they also
wanted us to promote the culture within the north east. Seeing as
the two pieces of work that I plan on producing both promote the
culture of Sunderland, these therefore are right for the client in my
opinion. My work will fit the brief and I will create it to the highest
standard that I am able to as our work is meant to represent the
organisation we're creating it for.

17. How will it appeal to your audience?
From the survey I made and the responses I got I
feel my work would appeal to my audience as
more than half of those who took my survey felt
that as a young person, they were interested in a
cities culture. Seeing as my work would be
focusing on culture this means that my work is
more likely to appeal to my audience given that I
know they are interested in the subject. As well as
this, those who took my survey were also asked
about if my print idea would interest them, and
the responses I got back let me know that 100%
of the people who took my survey would be
interested in this concept meaning that my work
is more likely going to appeal to my audience
than if I decided to go with a different idea.

18. Can you illustrate your ideas through flat
plans?
Added a generalized section
to show my planned layout
for the other flat plans
Labels for each incase it is
not obvious what each is
Drawing of each of the
locations and where
specifically I plan on
taking my images.

19. What are some potential setbacks you
could face?
For this project one of the setbacks, I could face could be that my
work may end up not aligning with the company's ideals. As well as
this time management could potentially be an issue however with
the right planning and making sure I give myself realistic standards
and deadlines this could easily be avoided. To avoid other issues, I
also need to make sure I am storing my files on things such as
onedrive or teams to avoid having to rewrite pieces of work or re-
record needed footage for the projects.

20. Key Demographics:
-Age Range: 72.7% between 16 and 18, 27.3% between 19 and 21.
-Gender: 45.5% Female, 45.5% Male, 9.1% Preferred not to say.
-Education: 100% are in education in either college or university.
There is no preference for religion, ethnic background and sexual orientation.
Key Psychographics:
-They would need to be someone who is interested in a cities culture.
-Most likely someone who is interested in history.
-From the table of psychographics it be best if they were a mainstreamer or
an explorer.
Challenges:
-Most likely uneducated on Sunderland's history.
-Wants to know more about the hidden beauty in Sunderland.
-Does not keep up with what is going on around the city (events etc)
Preferred Channels:
-Social Media.
-Reading articles on the internet.
-Watching documentaries.
Preferred Content Types:
-Videos
-Articles
-Images
Audience Profiling

21. Ideal timeline for project
1st May 2023
Project
completed and
Submitted
5th September
2022
Begin Research
19th September
2022
Client and
Subject Area
Research done
10th October 2021
-Research finished
and Pitch begun
31st October
2022
Pitch done with
feedback and
AC1 Completed
7th November
2022
Pre-Production
begins
14th November
2022
-Paperwork should
be finished
21st November
2022
Storyboard/Rough
plans and Script
finished
28th November 2022
Filming Begins
(Keeping Production
Diary)
24th October
2022
Half Term Break
16th December
2022
Last Day of Term
4th January
2023
Filming
Continues and
Experimentation
Complete
23rd January
2023
Filming complete
and Editing
Begins
6th March 2023
Editing complete
along with editing
Process
April 17th, 2023
Feeback collected
and analysed,
evaluation
complete and
finalising project.